Olivier Blanchard is "embracing his inner amateur" and has a nice summary of Tom Asacker’s tenth truths of branding. It made me want to explore more … and made me think about why branding blogs hold an interest for me. It comes down to perspective.
You see, I have always "read" things differently — whether it was a book or a situation, my view was often wildly different to the views of others. I used to think that made me strange. I kept my thoughts to myself. But then I started to like this difference … and began to voice my opinions. What I felt was "obvious" would be a revelation to others (admittedly this works the other way too).
And when it comes to branding, I am interested in those activating, empowering and challenging brands. I am not interested in lazy, narcissistic, complacent brands. I am fascinated by those who want to change the status quo … to make tangible change to the lives of people. Real lives. Real change. This is why I am interested in blogs and social media … it is why I don’t care for advertising and BIG ideas. And as Tom Asacker says:
Here’s your way out: Your brand! Understand and embrace your uniqueness, that simple, yet powerful emotional idea that distinguishes you and motivates clients. And then use your brand to inspire confidence and risk taking. Use your brand to attract attention. Use your brand to convey order and focus, and to achieve clarity, coherence, and commitment from everyone. Use your brand to instill a sense of belonging among your customers and associates. Use your brand to inspire sharing, open-mindedness and teamwork. Use your brand to bring creativity to life in the form of new and exciting products and services. Use your brand to prevent panic from creeping in during dufficult times, and to prevent arrogance from settling in during the good ones.
And if I could have said it any better, I wouldn’t have needed to quote it! It is always good to throw some light into the tunnel.